Optimised feeds, maximised results: the e-commerce recipe of Dr Pierre Ricaud x Agence79 x Lengow

Created more than 35 years ago, Dr Pierre Ricaud (Groupe Rocher) is a French cosmetics brand specialising in anti-ageing skincare. Historically rooted in mail-order sales, this channel still represents a significant share of its turnover. To keep pace with market developments and diversify its channels, the brand embarked on an ambitious digital transition in 2017, complemented by a rebranding in 2020.

To support this digital transition, Dr Pierre Ricaud now relies on the expertise of Agence79, which assists the brand in defining and managing its acquisition strategy. The agency provides Google best practices and maps out the optimisation roadmap, while Dr Pierre Ricaud’s in-house paid media team implements the actions directly via Lengow.

Multichannel revenue growth driven by product feed optimisation

Challenges & objectives

Before implementing Lengow, product feed management at Dr Pierre Ricaud was very time-consuming and required significant involvement from the technical teams. The brand’s ambition to digitalise its offering encountered certain structural obstacles, which slowed down campaign execution and limited optimisation opportunities.

Here are the main challenges encountered:

• Manual adaptation of the source feed for each channel (Google Shopping, Meta...): as each platform had its own requirements, the files had to be manually adjusted to ensure compatibility.
• Strong dependence on project and web teams: any modification or update to the feed had to go through a technical process involving several stakeholders.
• Lengthy processing times: a simple request to create a rule or segmentation would take between 2 to 3 weeks, considerably slowing down time-to-market.
• Difficulty in segmenting the product catalogue by channel: one of the major obstacles was the inability to easily filter and structure the catalogue to highlight the most effective or most suitable products for each channel. This significantly limited the brand’s ability to play on granularity and optimise its advertising investments.

Solutions provided by Lengow

Dr. Pierre Ricaud has used the Lengow platform since 2018 to distribute its product catalogues in 6 countries (France, Belgium, Germany, the Netherlands, Switzerland, and Russia), primarily for marketing campaigns via NetAmplify. The client sends about 250 products per catalogue, on channels such as retargeting, product ads, affiliate platforms, price comparison sites, and on the Reelevant App.

Dr. Pierre Ricaud has connected its Lengow product feeds to Reelevant and uses Reelevant as part of its CRM management. Thanks to Reelevant, the client is able to provide a customised message to each buyer, improve customisation, support the choice of its customers, and offer expanded content.

On Lengow, the team at Dr. Pierre Ricaud takes advantage of optimisation rules to easily rework the content of the emails that will be sent with Reelevant (e.g. detailing the list of ingredients present in a product), as well as prices, adapted to each country. In addition, customers can receive an email adapted to the time of day that it is opened, to offer personalised products based on their browsing history. Finally, this Lengow <> Reelevant connection makes it possible to adapt the products in real-time according to inventory status.

• Centralisation of all product feeds in a single solution,
• Total autonomy in optimisations (no longer needing to request technical support and without impacting the source catalogue),
• Compliance with platform technical requirements (notably Google),
• Drastic reduction in lead times: modifications can be made in just two clicks,
• Feed security: limiting potential errors linked to manual technical modifications,
• Optimisation of product labels (Product Highlight, description, title, price per ml) across the entire catalogue, enabling a doubling of bundle revenue within one year,
• Intelligent product scoring based on three key criteria (performance, offer, seasonality), focusing investment on top products and generating +62% revenue and +89% profitability vs. the previous year.

Concrete optimisations and results

Testimonial